SOCIAL GREATEST HITS
CLIENT: CONOCO
How do you get young people to care about a gasoline brand? You turn that gas brand into one of the most extremely online, irreverent, shitposting brands the internet has ever seen. Here are some of my favorite Conoco social campaigns from my time on the brand.
Pronunciation
People don’t know how to say “Conoco.” So we enlisted comedians Brent Weinbach and Doug Lussenhop to help set the record straight.
Letterboxd
We made Conoco an account on the movie reviewing platform Letterboxd. I wrote a bunch of reviews from the POV of a gas station. Here are some of my favorites.
Great Places to Go
Any place can be a great place to go. You just have to go to it. In your car. That’s full of Conoco gas.
Choose Go! The Card Game
We made a completely original card game for Conoco. After playtesting it for 50+ hours, we think it came out pretty nice.
The object of the game is to get rid of all the things making you stay by playing Go! cards. Fun for 2 - 4 players!
The Case Against Staying
How do you take your standard gift card giveaway and make it interesting? By creating a fictional law firm and inviting the internet to be part of a class action lawsuit against anything that made you stay when you wanted to Choose Go with Conoco.
Going to FightStay.com let visitors submit a claim for a chance to get a big legal payout, aka a Conoco gift card.
The Gasoline Bard
Pull up a stump, rest your weary legs, and listen to the Gasoline Bard sing a medieval ballad I wrote about driving.
Travel Buddy
We let the internet design their ideal travel buddy. Starting with a life-sized dummy, Conoco’s followers dressed and styled him across a series of posts. Eventually we stuffed Travel Buddy in a box and sent him to one of Conoco’s superfans.
My Hero Conoco
Turns out Conoco’s target audience are big fans of anime. So, we did what anyone would do in this situation: create a six-part manga that tells of the story of Conoco-kun, a Conoco gas station in human form, and his sidekick/bestfriend Carhead as they protect the world from the forces of Stay, so that we may Choose Go in peace and harmony.
“My Hero Conoco” instantly became the brand’s best-performing content of all time. So, we partnered with imgur and hosted a booth at the Denver Comic-Con. Which meant we had to have cosplayers bring our characters to life and make exclusive enamel pins.
